The Self-Confidence to Sell

What if the success of your marketing efforts depends more on your self-confidence, rather than the promotional copy displayed on your brochure, website, or book cover? After consulting with hundreds of authors and numerous non-profits, an interesting pattern caught my attention. I’ve noticed that my clients with a higher self-esteem tend to be more creative with their marketing plans and generate higher sales. In contrast, those with a lower self-esteem struggled to implement new marketing activities. I’m not saying there is a direct correlation, but there is definitely a pattern that bears attention.

The problem is that there can be real consequences when you allow low self-confidence to affect your marketing efforts. For instance, you might tend to:

Avoid finding and contacting large groups who could buy in big quantity.

Ignore spur of the moment media opportunities, such as tying into national headlines.

Shun speaking events or promoting products to a captive audience.

Lack consistency with key marketing tactics, such as blogging or sending out newsletters.

Expert management consultant, Alan Weiss, says, “There is no music if you don’t blow your own horn.” This statement is profoundly true for marketing, at both the individual and organizational level. You must believe strongly enough in your message to promote it above the noise of all the competition. Yet, this can only happen when there’s an ardent belief in your product or service accompanied by the enthusiasm to tell people about it.

Please don’t think that I’m advocating for people to shamelessly plug their stuff. Some people go overboard and develop a negative reputation for being pushy. You probably know some of these individuals, and they’re a turn-off. On the contrary, my point is that consumers appreciate people who believe in their ability to provide answers, inspiration, or entertainment.

So, how can you improve your confidence along with your sales? Some self-esteem situations may truly require counseling. However, in most cases, one can be enlightened by dealing with the following questions:

1. Do you really believe in the value of your product or service? Has it actually worked in your own life? If so, recite clear examples of the results.

2. What makes you comfortable recommending a favorite restaurant or product to a friend? Can you mimic that same feeling to mention your product to someone else?

3. What’s the worst that could happen if you tell more people about your products?

Don’t let self-confidence issues prevent you from attracting the people who need your value. Just because someone might say “no” doesn’t mean you’re worthless or a bad person. Be proud of the way you’re trying to help society. Market with confidence. Toot your horn a little. What’s the worst that could happen? You just might increase your sales.

About Rob Eagar

Rob Eagar is the founder of WildFire Marketing, a consulting practice that helps authors, businesses, and non-profit organizations spread their message like wildfire. He is one of the rare consultants to help clients create three different types of New York Times bestsellers, including new fiction, new non-fiction, and backlist non-fiction. He has consulted with numerous publishers and trained over 400 authors. Rob is the author of Sell Your Book Like Wildfire (Writers Digest), which is considered the bible of book marketing. Find out more at: WildFire Marketing and follow Rob on Twitter.

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